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July 31, 2017
by Jerry Cobb

Insight Into Producing Automotive Radio Advertisements

Since 1989, I have been producing radio ads for car dealerships across the USA for CBC Automotive Marketing and I’d love to share this one insight. Automotive radio advertisements are notorious for their hard-sell, throw the kitchen sink of effects at the listener. I have produced my share of them, admittedly they are fun to produce, but my question is related to their effectiveness as ads.

Getting noticed on the air is such a low bar to strive for. What about standing out? What about establishing your unique brand in the marketplace? What about persuading a listener to become your customer? How do we convince them that YOU are different?

Permit me to offer an insight via illustration. Years ago, CBC had a client in the San Francisco market. The dealership’s owner and president insisted that his radio ads use no music or effects. We produced all his ads as either one-voice straight reads or straight two-voice conversational ads with an announcer and the owner. No music and no effects, just excellent copy sans ear candy. A forthright, sincere, authentic message.

These ads really sold the dealerships to its customers. We reinforced these messages with testimonials from actual customers conducted over the phone. The results were fabulous in terms of success in selling cars.

However, it was not until I visited San Francisco and tuned into local radio when I really understood why this approach was so successful. Every spot break featured a successive parade of ear barrage with all kinds of interesting, fun, and impressive effects. Yup! One ad right after the other. Then, within the spot set, our client’s spot aired. WOW! You talk about standing out! You could actually listen and take away EVERY selling point. Even BELIEVE them. Then, act upon what you believed. Only then, did I understand the owner’s insistence to steer clear of the predominant BIG NOISE on the airwaves. A most insightful perspective gained and a better understanding of how to go about accomplishing what you seek to do through automotive radio advertising. I’m so thankful for that insight as well as the opportunity to see it succeed in my day to day duties as a radio ad producer. So very gratifying!

This was a most insightful perspective that I gained. In addition, I gained a better understanding of how to gain leads through automotive radio advertisements. I’m so thankful for that insight as well as the opportunity to see it succeed in my day to day duties as a radio ad producer. So very gratifying!